1. What is Media Literacy?

  1. Michael Hoechsmann and
  2. Stuart R. Poyntz

Published Online: 27 FEB 2012

DOI: 10.1002/9781444344158.ch1

Media Literacies: A Critical Introduction

Media Literacies: A Critical Introduction

How to Cite

Hoechsmann, M. and Poyntz, S. R. (2012) What is Media Literacy?, in Media Literacies: A Critical Introduction, Wiley-Blackwell, Oxford, UK. doi: 10.1002/9781444344158.ch1

Publication History

  1. Published Online: 27 FEB 2012
  2. Published Print: 13 JAN 2012

ISBN Information

Print ISBN: 9781405186117

Online ISBN: 9781444344158



  • media literacy;
  • set of competencies, media texts and institutions;
  • adolescents' learning, digital natives being like ‘aliens in the classroom’;
  • mode of analysis, speaking across technologies, texts;
  • media literacy organizations, the late 1980s, 1990s;
  • ‘Media Literacy 1.0.’ and Len Masterman's work;
  • media education, monolith of the mass media;
  • critique of representation, on what is communicated, by whom, and for whom;
  • Media Literacy 2.000, ruptural, transformative shifts;
  • media literacy in ‘semiotic economies’, grassroots educators vital


This chapter contains sections titled:

  • Media Literacy 2.000

  • Natives and Aliens

  • Media Education has a History to Draw On

  • Media Education in the Twenty-First Century